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“We’ve been assessing (the organic market) for the last 12 months,” said Jim Gordon, Robert
Rothschild Farms’ CEO. “In our category, we felt there were a lot of organic products out there and
that they don’t taste very good.”

Rothschild Farms spent a lot of time identifying the supply chain for its organic line to ensure
great taste and high quality, he said.

“That’s been challenging.” Gordon said.

Demand at the retail level for organic products is high, said Mike Paglia, director of retail
insights for Kantar Retail.

“There’s enormous growth opportunity there,” Paglia said of the organic and broader natural-food
category. “A lot of the opportunity is driven by changing eating habits.”

Organic and products labeled as natural have seen double-digit growth at grocery stores, Paglia
said, and retailers want more of those products. Many retailers have expanded into their own
private labels to tap the demand, Paglia said.

Prices for the organic line will be close to those of the company’s other products, which are
marketed as premium, gourmet products, Gordon said.

Rothschild Farms plans to expand the organic line early next year with more products drawn from
its current portfolio.

“We’re going to go ahead and have some great organic dip options for people,” Gordon said.